JCDecaux now reports carbon footprint per advertising campaign
Today JCDecaux Sweden launches a climate calculation that gives advertisers full visibility into how much carbon dioxide emissions their campaign has generated. JCDecaux pays for the carbon offsetting for all clients, making all advertising campaigns carbon neutral.
- We are proud to guarantee all our customers that a purchase from us is always 100% climate neutral. Reporting emissions per campaign is in line with our position of always being fully transparent to our customers. You should know what you are buying and what impact it has on the environment, and you should feel confident that all footprints are compensated for," says Magnus Heljeberg, CEO of JCDecaux.
The climate report is made according to the GHG protocol and produced in cooperation with ClimatePartner, one of the major global companies that calculates the climate footprint of companies. They also help with carbon offsetting through various projects that are labelled with the Gold standard, a quality label that WWF and others support. The carbon footprint calculation reports carbon emissions per billboard unit, which vary depending on the format of the billboard and whether it is digital or analogue. A large number of parameters are included in the calculation, such as printing and shipping of posters, transport to the billboards, electricity and lighting during the campaign, electricity for printing the posters, paper consumption, poster making, waste management, data capacity and administration.
Helena Westin, President of KOMM, hopes that more media companies will follow JCDecaux's initiative.
- All change begins with knowledge. JCDecaux helping us to actually calculate the carbon footprint of a media channel is a very good start and one of several inspiring initiatives. The fact that JCDecaux is also compensating for the actual footprint of the campaign is commendable! I hope that more media will follow suit so that we as an industry can be a constructive part of the solution to the biggest challenge of our time. Imagine the day when we can create a media mix where we know the carbon footprint and can use carbon footprint facts as part of the decision-making process!
- The Climate Report is available to everyone on our website, www.jcdecaux.se/hallbarhet We now hope that more media will act as transparently as we do on this important issue so that customers know how much their campaigns generate in emissions and, as a next step, that they also start compensating their customers. In this way, the entire media industry is taking a big and important step in making a positive contribution to the environmental issue," says Magnus Heljeberg.
All customers receive a personal QR code when purchasing a promotion and this goes to a ClimatePartner promotion page. There the carbon footprint of the purchased campaign is displayed.
See the example calculation for Eurosize riks, JCDecaux's largest series, here:
www.climatepartner.com/18023-2202-1007 or follow the qr code:
Since 2012, JCDecaux has been a climate neutral company (through carbon offsetting) and is environmentally conscious in everything from transport to green electricity and the development of environmentally friendly products that benefit the public. Since 2014, the company has reduced its overall carbon footprint by 70%. As of 1 March, all customer purchases will also be 100 per cent climate neutral through climate offsets provided by JCDecaux. Climate footprints are reported by series.
- JCDecaux Sweden has been inspired by the business network The Haga Initiative and aims to halve our carbon footprint by 2030 from 2020 levels. We call on the whole industry to follow this initiative and set concrete targets. Transparency in the green transition is a matter of course for us and the first step is now to openly report on the carbon footprint per campaign, says Magnus Heljeberg.
For more information on the Climate Report, please visit www.jcdecaux.se/hallbarhet